Transforming the enterprise with applied artificial intelligence

Santhosh Subramani

Applied Marketing Analytics: The Peer-Reviewed Journal, 2019, vol. 5, issue 1, 65-68

Abstract: Digital transformation is a journey. Its perspective changes from organisation to organisation: for some, it entails replacing legacy systems with modern systems to improve employee productivity; for others, it is achieving one-to-one customer engagement — the list goes on. Irrespective of the objective, however, the challenge is identifying where to start and how to go about the transformation. This paper discusses how to achieve this transformation by leveraging applied artificial intelligence. The approach defines some best practices for leveraging data, machine learning and artificial intelligence to achieve the best outcome for the greatest return on investment, with a specific focus on digital marketing.

Keywords: applied AI; digital marketing; machine learning; enterprise transformation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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